Silverstone has entered into a five-year partnership with PepsiCo, expanding the food and beverage company’s presence across one of the UK’s largest sports and entertainment venues.
Under the agreement, PepsiCo will supply its portfolio of food and beverage brands at major events hosted by Silverstone, including the Formula 1 British Grand Prix, MotoGP British Grand Prix, the British Touring Car Championship, CarFest, and Christmas at Silverstone. PepsiCo’s bottling partner, Carlsberg Britvic, will manage the delivery of the beverage portfolio.
The deal highlights the growing commercial appeal of year-round venue partnerships, enabling brands to engage fans across multiple events while providing venues with long-term sponsorship and catering revenue streams.
Experiential activations at the heart of the partnership
The agreement follows PepsiCo’s activations at the 2026 Formula 1 British Grand Prix, where Gatorade hosted its “Run the Circuit” experience, Doritos launched its “Thrill Zone” activation, and Pepsi introduced its “House of Treats” beverage concept.
As part of the new partnership, Silverstone confirmed that six experiential brand activations will be delivered annually across its flagship events.
PepsiCo UK Away From Home Business Unit Controller Mark Whitaker described Silverstone as one of the world’s most iconic sporting venues, saying the partnership provides an opportunity to connect with fans through immersive experiences, bold flavours and memorable moments across the company’s food and beverage portfolio.
Whitaker added that, by working closely with Silverstone and Carlsberg Britvic, PepsiCo aims to create experiences that go beyond refreshment by bringing its brands to life in ways that enhance how people enjoy live sport and entertainment.